Our approach to the Macau Grand Prix Museum began with a simple truth: motorsport isn’t defined by cars, it’s defined by people willing to test the limits of what’s possible. The strategy focused on reframing the museum from a static archive into a living experience of human ambition, risk, mastery and legacy.

Rather than merely displaying artefacts, we built an interpretive world that celebrated the emotional arc of competition: the preparation, the precision, the fear, the resilience, the fleeting moments that win or lose a race.

Through immersive storytelling, experience design and a more intuitive brand system, the museum now connects visitors not just to the Grand Prix as a sporting event, but to the human courage and creativity that make it iconic.

Credits: Macao Tourism Board, Project Worldwide (The Labs), Imagination, We the People